Modern Muse, A Classic Fragrance. CHANEL N°5 at Spring & Wooster.

CHANEL N°5 has always occupied a rare place in culture . A fragrance not only worn, but remembered. For over a century, it has represented modernity, femininity, and the quiet power of elegance. In 2025, CHANEL introduced a new chapter in that legacy with Margot Robbie as the face of its global N°5 campaign, pairing one of Hollywood’s most magnetic talents with the world’s most iconic fragrance.

To bring this moment to life in New York City, CHANEL partnered with SEEN to create a hand-painted mural on one of the most happening corners in SoHo: Spring & Wooster. The neighborhood, long regarded as a landmark of downtown culture, became ground zero for an unmissible, meticulously rendered portrait celebrating Robbie and the timeless allure of N°5.

Located in the heart of SoHo’s fashion corridor, surrounded by luxury retail, design studios, and daily foot traffic from global visitors, the installation functioned as both artwork and cultural signal. It captured the elegance of the N°5 universe while grounding it firmly in the energy of downtown New York — a place where style, aspiration, and storytelling collide.

The result was a moment that lived beyond advertising. Passersby stopped to photograph it, fashion fans shared it across social channels, and the wall itself became part of the campaign’s narrative footprint. By pairing CHANEL’s heritage with SEEN’s large-format artistry, the Spring & Wooster mural reaffirmed N°5’s status as a symbol of timeless creativity — and marked one of the most striking luxury brand installations in New York this year.

To honor that lineage and attitude, SEEN brought the campaign to Williamsburg, a neighborhood whose cultural pulse mirrors Marshall’s own: raw, expressive, and unapologetically loud. Our Kent Avenue large-format canvas, one of Brooklyn’s most prominent visual corridors, served as the anchor for the rollout. Positioned along the East River, framed by industrial architecture, bike traffic, and the energy of the waterfront, the placement became a cinematic stage for the brand’s message.

In a neighborhood defined by music venues, creative studios, and a steady flow of New Yorkers who shape culture rather than follow it, SEEN’s placement allowed Marshall to speak directly to the audience most aligned with the brand’s DNA. The result was a street-level moment that blended heritage with innovation, tying 60 years of sonic legacy to a product engineered for the next generation of listeners.

By translating the campaign into the visual language of Brooklyn’s streets, SEEN helped Marshall do what it has always done best: go louder than the rest — and make sure the world hears it.